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What our customer's say!

"Social media explained for traditional marketers", I believe the person that might benefit the most from this book is someone from a traditional ad/marketing agency that has some experience with social media (they know what a blog, Facebook, and user generated content is), but needs additional exposure and ideas about ways to apply.

I might have been the wrong audience.

For me, there were some interesting case studies and it does a good job of connecting ideas, but I didn't feel like I got much out of it. I think I would describe it to someone as:

Introduction to Social Web Marketing: A Traditional Marketer's Primer

Overall, it just didn't grab me, but there are a lot of people that seem to love the book, so take it with a grain of salt.

-Marc Crudele
Atlanta, GA

"A good book", There are many books out there about social marketing. I think is is like the rest. You won't really get anything new out of it, but just another opinion on a way to look at it.

I think though this one is one of the better ones that exist out there.

"General information for "dinosaurs" still not sold on Web 2.0...", Executive Summary:
The book would be more appropriately entitled: "An introduction to Web 2.0" There is very little marketing advice, and the information in this book might have been cutting edge in 2002-3 but in 2008, it would only appeal to beginners, or non-tech oriented people. If you don't know what a "Blog" is, then this book is for you. If you do know what a blog is, I would go elsewhere.

Full Review:
I have read about a dozen books on marketing/advertising/community building on the web. Perhaps I didn't realize the scope of this book. First, if you are reading a review for what this book is about, you are probably more technologically advanced than anything this book has to offer...(IE: The "Social Web" as he puts it, Or Web 2.0, can affect hearts and minds. For example, you are reading this review before purchasing this book for some insight.)

To me it seemed as if the book was written for very large company's marketers who are 60+ years of age and are not familiar with the internet, or at best don't think there has been any evolution of the internet in the past 14+ years since it has gone commercial. I don't mean to be rude, but this book really seemed like something that would have had an impact and would have been interesting in about 2001. The fact that this book was written and released in the last year honestly amazed me, as I was certain that it was just re-released based on the material.

To be slightly more specific, the book concentrates heavily on not trying to hurt the ego's of marketers who have not been keeping up with the Internet by saying "Some of your old marketing knowledge is still useful." a bit too often. While true, it just seemed a bit overboard. Another quick example of the target market is that the book took about 4-5 pages in describing what a blog is. This is all well and good for an "Intro" book, but it is indicitive of the audience this book was meant for. I found this book too generic to be useful. It lacked specifics, strong case examples, adequate statistics, etc. If you are 60+ years of age and really aren't aware of what social communities are, or message boards, or online reviews of products (Oh the irony), I would recommend this book. Also, if you don't believe that having an online voice is relevant in today's global market, and are looking for a strong case to show you why it is, I would recommend this book. If you have ever participated on a message board, read a blog, posted/read an online review, etc...this book won't tell you anything that you don't already know.

However, if you are looking for effective ways to market to the "Social Web" AKA Web 2.0 by the rest of the world, go elsewhere. This book is too generic to be useful IMHO. I gave this book two stars instead of one because it was well written, and unlike EVERY other marketing book I have ever read, it didn't remind you to go to the author's website every other page (In fact, I don't even remember him naming his website in the book, which is to be applauded, as you can tell this info was legitimately designed to help the reader, not just another marketing tool by the author as many marketing books are). Also if you do want a BEGINNERS' book to what Web 2.0 is, this would be tough to beat. The author puts everything in non-techie terms, and is very thorough at explaining some of the core/basic concepts of Web 2.0.

BOTTOM LINE:
The people who could best be helped with a book like this are intelligent people who don't keep up with technology, but know the basics. I found this more as an introduction to what Web 2.0 was than a "How to" book which is what I believed the book to be about based on the title.
If you are looking for valuable "How to market to the Social Web" info, this book will GREATLY disappoint you.


"Great tool for marketers", I spend a great deal of time presenting social media concepts to marketing and agency professionals. This is a great book to help marketers build a solid understanding of key concepts and be prepared to make informed decisions. Marketing to the Social Web is an important tool for the arsenal.

"Latin american Social Web", I've just read this book and it left me a good taste of mouth. However it would be great that the book (or any book related to this topic) talk about the latin american Social Webs. I'm from Mexico and unfortunately I haven't found any book and/or article that talk about blogging, forum, among other social web in latin america.

This book gave me a lot of tips and an excellent starting point to begin my research in latin american market.

Read this reviews before You buy...

"Worthy of 6 stars", If you are perplexed by the light speed evolution of marketing on the Web, this book is for you. The author is has been deeply involved in the Web since the beginning of time, on both the technical and business fronts. Thus,Weber paints a very clear picture of how social media evolved, what it looks like, how businesses should use it, and where it is going. The book provides a lot of detail and advice to help marketing professionals understand things like-

The differences between traditional and new media.
How to engage customers in real conversations.
How to target customers in the social Web.
How to implement social marketing strategies.
What mistakes to avoid in social marketing (based on case study examples.)
How to vibrant customer communities.
Blogging.

Weber's practical advice for marketers is spot on, but what really struck me is the conceptual framework he provides. He sees the social Web as an integrated whole, which is very important. You can't understand how to effectively use the pieces of the social Web - blogs, microsites, social network sites, etc. - until you see how all the pieces fit together.

Weber's model of the marketing department of the future is fascinating. For starters, he envisions the CMO having a director of paid media and a director of unpaid media. This in itself is a great concept that will help companies prevent the stovepiping of individual social Web initiatives and ensure new media and old media programs are likewise integrated. Right now, old reporting structures are making it difficult for companies tap into the power of new marketing tools at their fingertips.





"Customer Engagement and the Social Web", In Marketing to the Social Web, Larry Weber provides an effective framework to further the understanding of the customer engagement process on the social web. This book will help many companies better appreciate that the command and control mode of communication has been rendered obsolete by social networks and that customers are more and more dictating the terms or engagement in terms of time, place and frequency. However, I would have liked a deeper look at how one converts social conversations and relationships in leads and revenue!

"Controlled Viral Marketing", When we think of viral marketing, we tend to think of Hotmail, Skype, YouTube, Facebook, MySpace...All of them were started by entrepreneurs and provided free services. They also had some kind of shock value. Larry Weber in his book brings a new concept for creating controlled viral effects. This is something that established corporations too can practice. By following Larry Weber's approach you don't have to seed your creative and then pray for results. You very much control your destiny as you go along.

"Marketing to the Social Web Sticks with Marketers!", Reading Larry Weber's recent book, Marketing to the Social Web, I was relieved to discover sound, practical advice for generating conversations on the web. As a Global Marketing student, I am continually looking for suggested strategies and framework necessary to implement an effective marketing campaign.

Weber outlines various issues companies grapple with when approaching the web, such as, legality issues surrounding consumer comments, employee blogging backlash, moving consumers to your company's site, and how to generate conversations. He finishes with closing thoughts on Web 4.0, calling it to `emotive' web, the location where emotions, experience and fulfillment will develop from the interactive and rich media environment. He leaves the reader with a greater sense of the workings of the web, while still leaving food for thought.


"Bleeding Edge of Internet Marketing", This book goes into detail about the possibilities behind marketing to the social web. It's more about how to interact with your customers and the social ties that bind them to determine the next steps in marketing and product development. It's also a good way to attract and interact with them in a more personal way than every done before in traditional marketing. The book is full of examples and case studies with usable techniques even for smaller companies who might not have as much to invest.